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Health Drinks

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COMPARATIVE TEST

Health Drinks
Making Milk Richer
The concepts of health and energy have perhaps never been as popular—or pursued/coveted— as they are now. (After all, even a leading burger chain is desperately seeking ‘nutritional’ status for its fare.) With market rivalries becoming an intense affair, brand strategists and marketers are eager to refresh their brand’s positioning and image. More often than not, it is the ‘health’ tag that becomes their ‘open sesame’ to the consumer universe. Certainly there is ambiguity to the whole thing and while companies may be tempted to use it to their advantage, as consumers we will be better off if we are aware of what we are consuming. So, over to the health drinks corner. t an estimated Rs 2,000 crore for the year 2009, it is a big, fat corner, though (and is poised to get bigger as the market for malt beverages in India is expected to reach US$ 1.4 billion [roughly Rs 7,840 crore] by 2016). India is claimed to be the world’s largest malt-based drinks market and accounts for about 22 per cent of the world’s retail volume sales as per reports. 8

A

Malted beverages are popularly known as health drinks in India. While marketers have positioned such beverages as nutritious drinks, these are widely consumed as taste enhancers to encourage drinking of milk among growing children. Interestingly, several malt-based hot drinks – such as Boost, Complan and Bournvita – have repositioned themselves as health drinks. This is completely aligned with market realities, as greater health consciousness, aspirations for higher

HEALTH DRINKS
Key Findings • In protein content, Protinex has the maximum percentage (31.4 per cent) by mass. • In niacin (vitamin B3), Horlicks (Taller & Stronger) scores highest (15.56mg/100gm), followed by Complan (NutriGro) (14.28mg/100gm). • Folic acid (vitamin B6) is found highest in Bournvita

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